It's either a fun and original ad or yet another example of the crass exploitation of the world's indigenous people.

An ad campaign for Burger King set to run in the US next week claims to offer "the world's purest taste test" – with Thai Hmong tribesmen (see teaser above), Transylvanian farmers (below) and Inuit from Greenland choosing the Whopper over a McDonald's Big Mac.

Burger King's Miami-based creative agency Crispin Porter + Bogusky – responsible for ads such as Microsoft's "I'm a PC" campaign – is behind the campaign. The concept was to find "Whopper Virgins" who had never tried a burger before and were unaware of the rivalry between McDonald's and Burger King.

Burger King hired a research firm to conduct the tests and, although it has not supplied numbers, the company claims that the Whopper won out over its rival most of the time. Lucky, that.

Crispin Porter + Bogusky's London office and PR company were unavailable for comment, though it is understood the campaign will not run in the UK. Burger King has assured the Wall Street Journal that the filming was handled sensitively.

Presuming it's not all just a set-up, there's no word on whether the producers had to discard hours of footage of indigenous people turning up their noses at both brands and spitting out half-chewed burgers in disgust.